USP

USP, or Unique Selling Proposition, is that factor or set of factors that make a product, service, or brand stand out from its competitors in the market.

In other words, it is what makes consumers choose a particular product or service over other similar ones available in the market.

To better understand it, imagine the huge number of similar products that exist: multiple brands of shampoos, cereals, mobile phones, among others.

Why do you choose a particular brand?

Probably because it has something special, whether in its composition, design, price, or the value it offers.

That “something special” is the USP.

Importance of the USP in Marketing

Now, you might ask yourself, why is this USP so relevant?

The answer is simple: in a saturated market, where consumers face an avalanche of similar options, the USP can be the decisive factor.

The factor that tips the scale in favor of a brand or product.

In addition, a clear and well-defined USP can be the driving force behind effective marketing campaigns.

It helps companies effectively explain the unique value they offer.

Allowing consumers to quickly understand why they should choose one option over the others.

Building an Effective USP

Building a USP is not an easy task.

It is not just about choosing a random feature and promoting it.

The USP must be:

• Relevant: It must address a real need, desire, or concern of the consumer.
• Unique: As its name suggests, it must be different from what other competitors offer.
• Compelling: It is not enough to be unique; it must also be something that persuades the consumer to act.

Developing an effective USP generally involves deep market analysis, consumer research, and a clear understanding of the brand’s own capabilities and strengths.

USP and Email Marketing/SMS Marketing

Now, you may be wondering how the USP relates to other marketing strategies.

Just like email marketing and SMS marketing.

In fact, the connection is quite direct.

Email marketing and SMS marketing are direct communication channels with the consumer.

Through these channels, brands can communicate their USP effectively and persuasively.

After all, if you have managed to get a consumer to provide you with their email address or phone number, you have a direct opportunity to communicate your value.

For example, if your product’s USP is ecological, you could launch an email marketing campaign highlighting the environmental benefits of your product, supported by your USP.

In the same way, an SMS can be the perfect tool to convey special offers or discounts that are part of your unique selling proposition.